Montenegrin presidential election 2023

How do political campaigns target voters?

Methodology

In collaboration with Who Targets Me, we monitored over 80 Dutch political advertisers during the 2023 Presidential Election to better understand how campaigns use different targeting methods made available by Meta. To do this, we used data from the Meta Ad Library, using the new ‘Audience’ data which gives some detail on how pages target their ads.

To better understand the election, we kept only advertisers who:

  1. Advertised in the last 7 days (Mar 8th - Mar 14th 2023)
  2. Advertised in the last 30 days (Feb 13th - Mar 14th 2023)

Note: Meta only provides 7, 30 and 90 days windows for the targeting data in their Ad Library. Meta’s data also lags by a few days. We will update this report as soon as new data is available.

Topline Statistics

Meta

Daily Spend

Feb 13th - Mar 14th 2023 (Last 30 days)

In total, political parties spend €31,574 and ran 553 ad copies on Meta in this timeframe.

Number of Advertisers Top Spenders Number of Ads Total Spend

DF

3


1. Андрија Мандић - Andrija Mandić (€6,915)
2. Ne damo Nikšić - Не дамо Никшић (€100)
3. Pokret za Promjene (€100)

86

€7,115

DCG

4


1. Aleksa Becic - Demokrate - Demokratska Crna Gora (€6,704)
2. Aleksa Becic (€100)
3. Stevan Katić - Demokrate Herceg Novi (€100)

86

€7,004

DPS

1


1. Milo Đukanović (€6,513)

116

€6,513

ES!

5


1. Milojko Spajić (€2,090)
2. Jakov Milatović (€1,498)
3. Pokret Evropa sad (€915)

42

€4,703

SDP

5


1. Draginja Vuksanović (€1,994)
2. Raško Konjević (€115)
3. Nikola Đurašković (€100)

95

€2,409

UCG

1


1. Ujedinjena Crna Gora - Zvanična stranica (€1,226)

47

€1,226

URA

4


1. Građanski pokret URA (€710)
2. Dritan Abazović (€279)
3. Omer Bajraktari (€100)

36

€1,189

Drugo

5


1. Nik Gjeloshaj (€461)
2. Nihad Canović (€100)
3. Slobodna Crna Gora (€100)

15

€861

SNP

1


1. SNP CG - Socijalistička narodna partija Crne Gore (€254)

11

€254

SD

2


1. Damir Šehović (€100)
2. Socijaldemokrate Crne Gore (€100)

9

€200

Demos

1


1. DEMOS - Miodrag Lekić (€100)

10

€100

Mar 8th - Mar 14th 2023 (Last 7 days)

In total, political parties spend €14,616 and ran 284 ad copies on Meta in this timeframe.

Number of Advertisers Top Spenders Number of Ads Total Spend

DCG

3


1. Aleksa Becic - Demokrate - Demokratska Crna Gora (€3,816)
2. Stevan Katić - Demokrate Herceg Novi (€100)
3. Vladimir Martinović (€100)

39

€4,016

DPS

1


1. Milo Đukanović (€3,474)

96

€3,474

DF

1


1. Андрија Мандић - Andrija Mandić (€2,849)

47

€2,849

SDP

2


1. Draginja Vuksanović (€1,470)
2. Raško Konjević (€100)

35

€1,570

ES!

2


1. Jakov Milatović (€1,226)
2. Pokret Evropa sad (€253)

31

€1,479

UCG

1


1. Ujedinjena Crna Gora - Zvanična stranica (€590)

19

€590

SD

2


1. Damir Šehović (€100)
2. Socijaldemokrate Crne Gore (€100)

5

€200

URA

1


1. Građanski pokret URA (€138)

6

€138

Demos

1


1. DEMOS - Miodrag Lekić (€100)

1

€100

Drugo

1


1. Nihad Canović (€100)

1

€100

SNP

1


1. SNP CG - Socijalistička narodna partija Crne Gore (€100)

4

€100

Spending per Targeting Criteria

How much did campaigns spend on different targeting methods?

Feb 13th - Mar 14th 2023 (Last 30 days)

Overall

By Party

Mar 8th - Mar 14th 2023 (Last 7 days)

Overall

By Party

Top Targeted Audiences

Here, we show the top targeted audiences for each party (ranked by amount of Euro spend). Most (but not all) of these audiences are “interest” audiences, i.e. the parties targeted people interested in “Books” or “Politics”.

Feb 13th - Mar 14th 2023 (Last 30 days)

Mar 8th - Mar 14th 2023 (Last 7 days)

Top Contested Audiences

Here, we show the top most contested audiences, i.e. where all parties have spent considerable amounts of money competing to reach voters with the same interests. Most (but not all) of these audiences are “interest” audiences, i.e. the parties targeted people interested in “Books” or “Politics”. In each row on the right hand side, you can see how much in total was spend on that specific target audience.

Feb 13th - Mar 14th 2023 (Last 30 days)

Mar 8th - Mar 14th 2023 (Last 7 days)

Age Targeting

Feb 13th - Mar 14th 2023 (Last 30 days)

Mar 8th - Mar 14th 2023 (Last 7 days)

Gender Targeting

Feb 13th - Mar 14th 2023 (Last 30 days)

Mar 8th - Mar 14th 2023 (Last 7 days)

Job Targeting

Feb 13th - Mar 14th 2023 (Last 30 days)

Mar 8th - Mar 14th 2023 (Last 7 days)